Marc by Marc by Marc by Marc...

Well Mr. Jacobs, you've done it again. Just when we all thought perhaps you had taken a break from your overwhelmingly cute, severely quirky, and brilliantly merchandised global takeover you pull THIS fast one on us. The just-opened Marc Jacobs bookstore adorably, appropriately, (and somewhat predictably) named, "Bookmarc", became phase four (yes, four) of Jacobs' takeover of the west end of Bleecker St. in the West Village of NYC. Allow me to refresh your memory:

Phase 1: 403 Bleecker St., Marc by Marc Jacobs Womenswear
Phase 2: 385 Bleecker St., Marc Jacobs Collection Accessories (as of last week)
Phase 3: 382 Bleecker St., Little Marc Jacobs (childrenswear)
Phase 4: 400 Bleecker St., Bookmarc (books...maybe?)

So, in case this is the first you're hearing of the most recent acquisition of the MJ empire, here's the DL. Marc Jacobs has taken over the corner spot which previously belonged to Biography Books (a neighborhood staple for over 20 years) to open Bookmarc. Bookmarc will now sell the fun, quirky, and (most importantly) inexpensive accessories once sold at the Marc by Marc accessories store down the street, as well as (can you believe it?) actual books! (mainly of the art/design/coffee table variety) Now, I'll be honest, I was just as much a sucker as everyone else who found the cheap knick knacks splattered with ironic words/pictures and the "Marc by Marc Jacobs" logo somewhat irresistible. Marc by Marc wallets, keychains, t-shirts, tote bags? All under $30? Bring it! Eventually the excitement of a small, cheap piece of "designer" merchandise wore off (for a time at least), but I did however realize the genius of Jacobs' marketing plan. By making the Marc Jacobs name available to people (like broke college students) who may not be able to afford the clothes or shoes or handbags, Jacobs is not only making lots of extra money, but perhaps creating a sort of brand loyalty with people who love his work, but simply can't afford it... right now at least. But when the time comes, they will buy their first $1,000 purse from Marc Jacobs... and maybe a $3 keychain to go with it.

Which arises some questions: Is MJ only interested in making tons (and tons and tons) of money whether it be from 500 $2 keychains or 1 $1,000 purse? Is he not interested in who the MJ customer is as long as he/she is buying his merchandise? Or is he simply interested in making everyone a Marc Jacobs customer? I suppose we'll just have to sit back and where the Jacobian empire expands to next.

A quick word about the Biography Books. They haven't closed but simply moved to another location further East on Bleecker. After being a neighborhood staple for nearly 25 years, I find it sad that rents are being raised so high that important local joints characteristic of the neighborhood can't keep up. Leaving only multi-million dollar companies to snatch up the space. Can we be angry with companies such as Marc Jacobs for small more special business being forced to relocate or even worse, close down completely? (don't remind me of Florent, may it rest in peace) Or are they simply taking advantage of real estate no one else can afford? After all, they aren't responsible for the rise in rent prices, they're just the only ones who can pay it ... right? Apparently the Observer was quoted as saying "the new tenants at the former Biography Bookshop can look forward to paying eight times the lease owners Chuck and Carolyn Epstein signed ten years ago," on a street where some retailers are paying $80,000 per month. For a more, shall we say... negative take on the situation (but with some good points) read this.

Although I may be a little hesitant about the idea of Bookmarc based off principle, that doesn't mean to say that some of the merchandise I've seen thus far is, well, quite cheeky and quite irresistible (see pictures below). I agree with the Racked NY article in saying "well, I don't hate it".